Advertising

2
Advertising
Impersonal, one-way
mass communication
about a product or organization
that is
paid for by a marketer.

The nature of Advertising
We learned that advertising
A persuasive message
Carried by a non-personal
medium
Paid for by an identified sponsor.
One way communication
Lack of direct feedback
Supports other promotional
efforts
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Characteristics of Advertising
Communication Mode
Communication Control
Feedback Amount
Feedback Speed
Message Flow Direction
Message Content Control
Sponsor Identification
Reaching Large Audience
Message Flexibility
Advertising
Indirect and non-personal
Low
Little
Delayed
One-way
Yes
Yes
Fast
Same message to all audiences
Product advertising - messages designed to sell a
particular good or service.
Institutional advertising - messages that promote
concepts, ideas, philosophies, or goodwill for
industries, companies, organizations, or
government entities.
Cause advertising - institutional messaging that
promotes a specific viewpoint on a public issue as
a way to influence public opinion and the
legislative process.
Advertising
classifications
Advantages of advertising
1. To manufactures
2. To middlemen
3. To consumers salesmen
4. To society
Limitations/ criticisms
1. Economic objectives
2. Social objectives
3. Ethical objectives

1. Economic objectives
Encourages materialism
Buy unwanted things
Loss to competitive business
Develops monopolies
Increases total cost of goods

2. Social objectives:
portrays stereo types of women
opposes cultural values
confuses with too many products

3. Ethical objectives
false, deceptive & misleading
vulgar



Advertising media & types
Class of media Types included
1 Print Newspapers, magazines, journals
2 Broadcast Radio, TV.,
3 Non broadcast Video, cinema
4 Outdoor Poster, billboards, painted signs, hoarding, neon signs, sky
advtg, sandwich boards
5 Transit/vehicular Trains, buses, rickshaw, cars, transit shelter, taxi, grab
handles
6 Point of purchase Banners, hangings, packaging, stickers, painted signs,
window display
7 Speciality media T-shirts, badges, stickers, diaries, key chains, calendars
8 misc Direct mail, direct marketing, trolleys in airports, trade
shows
print
newspaper
magazines
broadcast
TV
radio
Non broadcast
Cinema & videos
outdoor
Banners & hoardings

Sandwich boards
Posters on a kiosk
Billboard and a painted wall
Neon & electric signs
Sky banners
Balloon advertising
Sky writing
Transit/vehicular
Grab handle advtg
Point of purchase

Hangings
Wall & window posters
Counter & floor displays
Door signs & stickers
In store commercials
Speciality media
T-shirts
Bags
Key chains
Calendars
Diaries
Badges
stickers
misc
Direct mail
catalogues
Leaflets
Sales letters
Folders
Brochures
Postcards
gift coupons
Direct marketing
Online shopping
others